In a move aimed at bolstering consumer protection and mitigating potential harms associated with gambling, the Dutch government implemented a significant restriction on gambling advertising this past July. This regulatory intervention saw the prohibition of advertising across a variety of media channels, including television, radio, and print, as well as an embargo on ads in public spaces.
Despite the stringent rules established, targeted advertising still found a foothold within certain contexts. Advertisements persisted within the realms of on-demand streaming services, social media platforms, direct mail and within the digital environments of online gaming platforms. The discernible loophole has left some groups potentially vulnerable to exposure to gambling content.
Looking to close this gap, Dutch MP Pieter Boswijk, as highlighted by Casino Nieuws, is championing a motion to extend the ban and disallow even these forms of targeted ads. The crux of Boswijk’s advocacy is the protection of the youth and other susceptible groups who are still encountering gambling advertisements. His proposal didn’t surface in isolation. Fellow politicians – Diederik van Dijk, Nicolien van Vroonhoven, Michiel van Nispen, and Mirjam Bikker have also lent their support by signing the motion.
The proposed expansion of the ad ban is scheduled for a critical vote in the House of Representatives on Tuesday. This will reveal whether there’s sufficient political appetite to further tighten the regulatory noose around gambling ads.
Mirjam Bikker is also spearheading a secondary motion as reported by Casino Nieuws, advocating for an overarching wagering limit for gambling services in the Netherlands. This move further underscores the government’s intent to curb the liberality of gambling operations, with Bikker openly criticizing Minister for Legal Protection Franc Weerwind for his perceived tepidity in safeguarding vulnerable players.
Back in 2021, it was the concerted efforts of Bikker and Van Nispen that brought about the current ban on indiscriminate advertising. Reflecting on these legislative undertakings, the continued push signals a clear trajectory for the Dutch government to intensify the clampdown on the gambling industry’s advertising practices.
The Kansspelautoriteit (KSA), the Dutch gambling regulator, has expressed its expectation that 95% of the audience of any targeted advertising should be adults over the age of 24. Confronted with “limited” guidance from the KSA, it is anticipated that gambling operators themselves will predominantly facilitate the enforcement of these expectations.
December’s developments saw Minister Weerwind introduce a suite of measures in response to what he termed “worrying and undesirable developments” within the gambling sector. Weerwind’s proposed measures mandate operators to engage with customers who set deposit limits at or exceeding €350. Additionally, he has pressed for the clear display of financial amounts in euros and advocated for more in-depth research into comprehensive wagering limits.
Previously, in October, Weerwind had declared a multi-year digital resilience campaign against online gambling-related fraud, underscoring his commitment to addressing the issues within the gambling realm.
Despite these heightened regulatory pressures, the industry has not been silent. Commentary from industry figures like Peter-Paul de Goeij, NOGA’s chairman, and Helma Lodders, VNLOK’s chairman, reveals a concern that the regulatory measures, while well-intentioned, could cast gambling in a uniformly negative light and potentially drive consumers towards illegal offerings. Both de Goeij and Lodders stress the need for a balanced approach, one that effectively safeguards against problem gambling while ensuring that legal gambling remains enticing for responsible players. The industry is poised to critically evaluate Weerwind’s proposals and to suggest improvements that would achieve this delicate equilibrium.
